A Brand Reexamining our Relationships with Devices
Softwear for your Devices
SUMMARY
Softwear is a brand that encourages better care for our devices by humanizing them with knitwear.
I. ANSWERING A QUESTION:
How can we be encouraged to treat our devices better?
With possible consciousness of our devices emerging in the future, I wanted to ensure they would not be abused. I examined a number of possibilities, current and prospective, that would encourage better treatment of devices.
People had the strongest response to solutions that humanized devices.
While I initially tested options items drawing metaphors between devices and babies, many felt this (literal) infantilization led them to lose respect for the device.

Instead, I stripped it down to the core of the idea: a soft, kind approach to humanization.
I realized friendly knitwear both meant to protect and humanize the device was enough to put across my concept without being heavy-handed.
III. SOFTWEAR:
Branding and Aesthetics
The name “Softwear” emerged initially as a pun, but stuck as it addressed the literal function and referred to the technological components of the product.
The visual brand centers around a knit patterns made of binary code.
Colors and typography reflect winterwear, clothing brand tropes, and humanistic design styles.
IV. APPLICATIONS AND CAMPAIGN To test the brand, I applied it to store needs such as shopping bags, instruction booklets, letterhead, and tags.
Additionally, I created a visually-engaging an advertising campaign of murals that worked with the distinctiveness of the brand.